MKT 2653

ILMAN
PHARMACY
RETAIL
STRATEGIES
Prepared by: Suhail,Farihin,Arfan,Yusuf
 OUR MEMBER

YUSUF SYAFEEQ FARIHIN ZIKRY SUHAIL JAMSARI ARFAN SULAIMAN

Introduction & PEST 7P’s Retail segmentation strategies Retail management content
INTRODUCTION
Established in 2019, Pharmacy Ilman is an
independent pharmaceutical store
located in Bota, Perak, Malaysia.
Pharmacy Ilman has become the
preferred pharmaceutical destination for
the local community In Bota
Head pharmacist and manager, Ms.
Munirah, oversees the operations of
Pharmacy Ilman.
 01 7PS
PRODUCT
According to The Chartered Institute of Marketing (2023) product strategy are companies finding out
what customers need or want with the right level of quality to meet their expectations, both now and in
the future.

Ilman Pharmacy identifies the customer's need or want by providing medicine like Paracetamol
from a high-quality brand Panadol to meet the customer's level of expectations which will make
their headaches go away now and in the future

PRICING
According to StudySmarter (2023) pricing strategy refers to all the methods businesses use to
determine the price of a product or a service

from my interview with Ilman Pharmacy to set up the price of the product so that there is a
repeated purchase they offer loyalty program for their customer.They will give out cards for
customers to collect points after the purchase and at some point, they can receive up to 40%
discount.

PLACE
According to Indeed (2023) place strategy refers to an aspect of a company's marketing mix that
focuses on where the company sells its products so that they're easily available to the target
market

Ilman Pharmacy place their physical store in Sub-urban area in Bota to make it accessible to their
target market which is people who live in sub- urban areas. Because before this people in sub-
urban areas had to go to urban areas like Ayer Tawar to buy medicine.
 01 7PS
PROMOTION
According to Melissa King (2023) promotion strategy refers to the plan and tactics surrounding a
product’s promotion.
Based on our interview with Ilman pharmacy, we found that they use promotion in festive season
like Hari Raya to achieve their goal which is to get the most customers during the festive season.

PEOPLE
According to McCabe (2023) people strategy refers to anyone directly or indirectly involved in the
business side of the enterprise
Based on our interview with Ilman Pharmacy we found that they train their workers for one year
to ensure that they can deliver a great service to the customer.

PROCESS
According to Square (2023) process strategy refers to the processes involved in delivering your
product or service to customers.
Ilman Pharmacy to provide service to their customers they offer a QR payment option in TnG
wallet and DuitNow so they can serve more customers.

PHYSICAL EVIDENCE
According to Square (2023) Physical evidence refers to everything your customers see when
interacting with your business

From our interview we found that for Ilman Pharmacy to let customers engage with the business
they always make sure that their stock level is enough. By restocking their item on the first
day of the month
02 RETAIL SEGMENTATION
STRATEGIES
DEMOGRAPHICS
According to Evan Traver (2023), market segmentation strategies
seek to identify specific customer groups so that branding and
products can be customized to appeal to them. By identifying which
items have the best possibility of capturing a share of a target
market. Ilman Pharmacy identify their specific customer group
which is gender and age. They target both female and male
customer and 70% of senior citizen because they need medication.

GEOGRAPHICS
Moreover, for geographical Ilman Pharmacy targets local
community in Bota because they are operated close to residential
area in Bota. They are also according to the interview the only
pharmacy in Bota making them the one stop center for medicine
 03
RETAIL MANAGEMENT
CONTENT

LETS DISCUSS ABOUT :

Retailer’s Location
Merchandise Management
Retail Business Operations
retail space management
RETAILERS 03

LOCATION
According to FasterCapital (2023) choosing the
right location for a retail store is crucial for its
success.

Ilman Pharmacare, it’s located in the middle town

of Bota, Perak. When we interviewed the Manager
Munirah, she said that before Ilman Pharmacare
was opened in 2019, Bota colony went to Ayer
Tawar or Seri Iskandar to buy medicine in
Pharmacy.
 MERCHANDISE 03

MANAGEMENT
According to Indeed Editorial Team (2022)
Merchandising is the process of promoting specific
productsto increase sales.

lman Pharmacare separate their product from poison

to non-poison category. For Poison goods like painkillers
they put it on a lock shelf to avoid misused of the
product, also it can increase the customer demand
because it only sells to needed consumer and because
of that the manager can predict the amount of stock
needed.
03 RETAIL BUSINESS
OPERATION
According to Indeed Editorial Team (2022) Retail
operations are the processes, systems, and
strategies that retail stores and chains can use to
serve customers and sell goods and services.

Ilman Pharmacare open everyday from 9.00 am to

9.00 pm including on Public holiday to serve
customers and sell goods and services, to be
compare to other independent retail store that will
not open on public holidays will make customers
hard to buy goods and services
03 RETAIL SPACE
MANAGEMENT
According to Accruent (2023) Retail Space
management is the process of making the best use
of a company or facility's physical space.

Ilman Pharmacare utilize their space, they arranged

their product in category that will make customer easy
to find their item.

In this floorplan we can see that they organize their

space well and make customer feel comfortable when
visit
04 PEST ANALYSIS
POLITICAL
According to Will Kenton (2023) the political strategy of PEST analysis
focuses on the areas in which government policy and/or changes in
legislation affect the economy, the specific industry, and the
organization in question.
In the case of Pharmacy Ilman, a tax increase could lead to higher
prices for products, resulting in customer complaints and reduced
purchases.

ECONOMIC
According to Will Kenton (2023) the economic factor of the analysis
targets the key factors of interest and exchange rates, economic
growth, supply and demand, inflation, and recession.

In the case of Pharmacy Ilman, during the COVID-19 pandemic, the

pharmacy experienced increased profits due to heightened demand
for pharmaceuticals.
However, in times of normal inflation, the pharmacy would likely face
challenges and decreased profitability, as highlighted by the
manager's insights.
04 PEST ANALYSIS
SOCIAL
According to Will Kenton (2023) the social factors that may be
included in a PEST analysis are demographics and age distribution,
cultural attitudes, and workplace and lifestyle trends.

Ilman Pharmacy strategically aligns its product selection with the

trend of consumers increasingly favoring eco-friendly options.

By not selling beauty products harmful to the environment, the

pharmacy not only promotes sustainability but also capitalizes on the
growing consumer trend towards environmentally conscious
purchases.

TECHNOLOGY
According to Will Kenton (2023) the technological component
considers the specific role and development of technologies within the
sector and organization, as well as the wider uses, trends, and
changes in technology
By analyzing online search trends, Ilman Pharmacy strategically
stocks products that align with consumer preferences, enhancing
their market relevance and customer satisfaction.
05 RECOMMENDATION

Increase digital marketing on Expand into urban areas with

social media and email for satellite stores or local clinic
01 promotions. 03 partnerships

Streamline operations with online Enhance physical store

ordering and automated inventory environment with modern signage
02 management. 04 and layout improvements.
THANK YOU
DO YOU HAVE ANY QUESTION?

End of Slide